A look at the consumer response to creativity in advertising

Type :

Theses

Pages :

56 pages

Format :

.doc

Published date :

02/20/2009

Category :

Business & market

Sub category :

Marketing

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Summary :

Introduction.
1. Topic.
2. Summary of second and third chapters.
The importance of creativity in advertising.
Effective advertising.
1. The need for a strong marketing background.
2. The elements of effective advertisements.
3. Factors affecting effectiveness.
Creativity.
1. Meaning of creativity.
2. Properties of creativity in advertising.
Consumer memory processing.
1. Elaboration likelihood model and other models for consumer memory processing.
2. Effects of creativity on the elaboration likelihood model.
3. Factors affecting memory processing.
Need for study.
1. Importance of study: Effect on industry.
2. Benefits to businesses.
3. Benefits to consumers.
Future research.
Methodology.
1. Hypotheses.
2. Questionnaire design.
3. Sample.
4. Hypotheses testing.
5. Analysis.
Results.
1. Values.
2. Hypothesis one.
3. Hypothesis two.
4. Other notable findings.
5. Limitations.
Conclusion.
References.

Abstract

This chapter will provide an outline of the topics that will be covered in this proposal. It will briefly give an overview of the proposed research topic and acknowledge the importance of this study. Next, the literature review and the methodology chapters will be summarized. This will give a comprehensive overview of what this proposal entails and why this information is essential. The topic of this study is creativity in advertising. Specifically, this study will test the effect the elements of creativity have on attitude towards an advertisement and on the overall likability of the advertisement. The results of this study will help determine the importance of creativity in advertising. They will also provide a better understanding of the role of creativity in communication to consumers, and the consumer response to creative advertising. These results will provide insight for developers, businesses and consumers. The second chapter in this proposal is the literature review. This chapter begins with a further discussion about the topic and its importance. This section briefly overviews the objectives of marketing and the role of advertising in this strategy. It also addresses the issue of clutter and suggests ways to break through the clutter to penetrate the message. The chapter then moves to a section on effective advertising, which acknowledges the need for a strong marketing background.